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Strategic positioning, relational marketing, and brand loyalty: The mediating role of brand image in Indonesia’s telecom sector

Type of the article: Research Article AbstractThis study explores how strategic positioning and relational marketing influence brand loyalty in Indonesia’s telecommunications sector, focusing on the mediating role of brand image. A quantitative survey was conducted with 460 prepaid mobile users in...

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Principais autores: Muhammad Ismail, Mursalim Nohong, Fakhrul Indra Hermansyah, Meirani Harsasi, Muhammad Try Dharsana, Rianda Ridho Hafizh Thaha, Andi Tenri Harahap
Format: Artigo
Sprog:Inglês
Udgivet: LLC "CPC "Business Perspectives" 2025-09-01
Serier:Innovative Marketing
Fag:
brand image
brand loyalty
PLS-SEM
relational marketing
strategic positioning performance
telecommunications industry
Online adgang:https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/22915/IM_2025_03_Ismail.pdf
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